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Google Ads and Bing Ads: Which platform is best suited to your brand?

With a 46 percent share, searches are the largest component of the digital advertising market.

Google has a 92.51 percent market share.

Search engine advertising has become a highly profitable business for search engines, as Statista data shows, thanks to the various advertising platforms, the engines will reach revenues of up to USD 113 billion worldwide. this year. However, for brands it is very important to know which of the platforms to bet on to achieve results, since with a participation of 46 percent, searches are the largest component of the digital advertising market. Thinking about helping with this task, this time we will talk about the 2 main platforms for advertising in the search engines: Google Ads and Bing Ads. Both have their advantages, but which is better for the campaigns of your brand or company? Here is what you need to know.

Which platform, between Google Ads and Bing Ads, is more suitable for your brand?

Although both platforms can be considered very similar, to understand which of these search engine ad tools is better or more suitable for the brand, it is important to consider their main differences, so here we present them:

Cost per click

As a first point of comparison between Google Ads and Bing Ads, we must highlight the cost per click or CPC. Regarding this concept, some studies referred by Hootsuite point out that advertisements under the cost-per-click model have a lower cost in Bing than in Google. However, it must be considered that the true cost of the ads depends on the keyword for which bids are generated with a campaign. Therefore, to determine the best option under this parameter it is important to test both platforms to determine the most profitable one. Remember that you can always change the rest of the budget to get a better return on investment.

For its part, Google Ads stands out for having a larger volume of searches and ads are more seen in this space.

However, Blue Corona says that, generally, Bing ads under the CPC model obtain a better position, so due to the low cost and the better positioning, Bing can be considered the most appropriate.

Click rate

As a second point of comparison between Google Ads and Bing Ads, it is important to consider the click-through rate or the CTR to choose the one that might be most appropriate. As you know, the click rate is a key factor in determining whether the ads will be effective or not. The higher the CTR, the better response the launched ads will have.

Again recalling information shared by Blue Corona, highlights that click rates are 34 percent higher in Bing than in Google Ads, however this advantage is attributed to the formats vary slightly between the two platforms. Even so it is possible to say that if you look for a good click rate, the best way to go seems to be Bing.

Conversion rate and Cost per lead

The third point of comparison between Google Ads and Bing Ads, the conversion rate and the cost per lead or CPL are points of great relevance to take a declined between both platforms because, after all, how good is a campaign in search engines if eta does not generate results or provide leads for the business. The concepts thus differ if one takes as reference the temporality, the industry and other variables, however, according to another experiment carried out by the firm Blue Corona, in Bing the conversion rate is 6 percent lower than in Google, and on the other hand, in Google Ads the cost per lead is cheaper, on average, so you may pay less for the same leads you could get in Bing here.

With the above in mind, and considering that only one of every 3 searches are done in Bing, Google paints as a better option for your brand if you are looking for more conversions and leads because it wins in the search volume category and as we already mentioned, the People tend to generate conversions more frequently.


To better understand what should be the option to choose between Google Ads and Bing Ads, it is also necessary to consider the demographic data of each platform.

In a first instance it is important to highlight that about 40 percent of users of the search engine of Microsoft (Bing) are people between 35 and 44 years of age, 44 percent of them are roasted, and on average income they perceive are higher.

On the other hand, with respect to Google, it only highlights that users tend to be younger.

The key here to choose depends on how well the target of the brand aligns with the demographic characteristics presented, if your audience is younger, possibly the best option is Google. On the other hand, it is important to also consider the number of people who use each platform.


As the penultimate point of comparison between Google Ads and Bing Ads it is important to consider the control that can be had with each platform. Regarding this, it can be said that Bing has a tool that allows assigning campaigns to different time zones, it also has a pattern of search orientation and demographic targeting of searches.

In addition, it is a more transparent platform when it comes to information regarding search patterns, this allows you to better find where the traffic comes from and from this adjust the campaigns better.

For its part, highlights that Google has multiple options to work, for example, you can create ads that are more useful for the brand thanks to the customization options, you can control the information that is used to show the ads, You can determine why people see a particular ad.


Finally, to determine between Google Ads and Bing Ads as the best tool for a brand or company, it is important to keep in mind the subject of the competition. Definitely Google exceeds Bing when it comes to traffic, after all we talk about the main search engine of today with a market share of 92.51 percent.

However, the above does not represent something serious for Bing, in fact, it is a point that emphasizes that in the search engine there is less competition in different ways, for example, for marketing professionals there may be more possibility to achieve position in specific keywords, so the possibility of achieving results and imposing can be better.

You really can not assume that the search engine’s ad platform is better than the other one, since this depends on each company, as we saw above, each one has certain advantages in certain areas that may be more interesting for different companies. . The above mentioned are factors that must be contemplated at all times according to the situation of the company.

Published inStartups
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